Denise Parrow, CRME

As Regional Director of Revenue Management, Denise applies her extensive experience in operations to the challenge of maximizing revenue. Behind the numbers, she values and shares LBA’s emphasis on personalized customer service and building relationships.

It was while working in a nursing home rehabilitation center Denise saw firsthand the importance of developing genuine relationships in providing care on a very personal level. The experience helped shape a philosophy she has embraced throughout her professional career in hospitality.

While still attending college in upstate New York, in her first hotel job, Denise worked her way up from front desk agent to General Manager. She relocated to Virginia Beach, where she spent 15 years in operations at various independent hotel brands before moving into revenue management. Denise joined the LBA team in 2012, her extensive experience in operations proving to be an invaluable asset in all aspects of revenue management – from establishing rates and forecasting future business, to optimizing brand systems and training hotel teams in the best ways to maximize revenue. She is now a Certified Revenue Management Executive and has completed the ECornell Revenue Management Course.

In her free time, Denise enjoys attending concerts and camping with her family. She loves traveling and a competitive game of skeet ball against her husband.